Chris Cunningham's Linkedin Analytics

26 million views from an HR parody video. Sometimes I can't believe THIS is what I get paid to do..   Here's the story behind ClickUp's HR Goes Hard series:   When Adam joined our writer's room, he came in with this crazy idea: "Two HR guys getting hyped, turning popular songs into HR training anthems."   Immediately, I knew we had gold.   The concept was simple: Two dudes in polos (Luke in blue, Adam in black) transforming hit songs into workplace policy parodies.   Pure comedy, but with a dash of relatability that everyone who's sat through corporate training could feel.   TAKEAWAYS   (1) Trust your gut when something feels like a winner (2) Don't overthink content. Sometimes the simplest ideas hit hardest. (3) Short-form video is KING right now (ignore this at your peril) (4) Let your team bring wild ideas to the table (5) Keep pushing even when you think you've peaked. There's always another level.   The best part about HR Goes Hard is that it connects with people on a human level.   We're creating moments that make people laugh, share, and remember our brand.   B2B doesn't have to be boring.   Agree?

"B2B companies shouldn't act like B2C brands" - this is total BS   3 ways B2B marketing is stealing from B2C in 2025:   (1) Instagram behind-the-scenes content → Show the humans building your product → Makes AI-obsessed buyers trust you're real (2) TikTok educational series → 60-second expert tips → Repurpose everywhere (LinkedIn loves this) (3) Influencer partnerships that don't suck → Find creators who actually use your product → No fake testimonials (people smell BS instantly)   Everyone thinks B2B marketing has to be buttoned-up and boring.   That's exactly why your competitors are losing (and where your brand can stand out).   • Your ICP scrolls TikTok at 2am • They're on Instagram during meetings • They're humans first, buyers second 🛑 Stop creating content for corporate robots. ✔️ Start creating for the person behind the title.   At ClickUp, our "HR Goes Hard" series gets more views than most of our product demos.   Because even VPs need to laugh.   → Thoughts?   I'm Chris Cunningham, I run social media marketing at ClickUp!   Follow me as I build this entire thing in public, right here on LinkedIn.

B2B Marketing MYTH: "My buyers aren't on TikTok." I used to think that too. Until two different very high-level companies who had GHOSTED us for months came back saying "we saw your TikToks and love them."   That's right. C-suite decision makers at enterprise companies watching HR Goes Hard videos on TikTok at 10pm.   Everyone loves to say "my buyers aren't on TikTok" with this smug confidence like they've mapped the entire internet browsing history of their ICP.   People forget the most basic truth of marketing: your buyers are humans first.   The moment you start thinking of B2B buyers as these faceless "professionals" who only consume whitepapers and attend webinars is the moment you lose.   When I first started with TikTok at ClickUp, I worked on it for a YEAR and only gained like 4,000 followers. I was ready to give up.   But our COO was smart. He gave me a quarter - not a week, not a day, a full quarter - to figure it out. Said to me: "I don't want any pressure the first month, just show me progress by the end of the quarter."   Month 1: Not much success. Month 2: Two videos hit 10 million views. Month 3: The board is asking for MORE.   Now we're averaging over 150 million impressions monthly (on our way to 200M).   Here's what most companies miss with social:   (1) You're not going to nail it immediately. It took us months of testing.   (2) You need a dedicated creator. Not your social media manager spending "1 hour a day" on it. Hire someone whose ONLY job is creating.   (3) You have to detach from immediate ROI. Top of funnel is about awareness, not conversions. I use custom landing pages to track signups later.   (4) The ABCD framework has been our secret: A = Things that are working (double down) B = New formats to test C = Trends (but don't ONLY do trends) D = Completely random experiments   (5) Stop trying to sell. Make people FEEL something instead. Make them laugh, teach them something, or give them a break from work.   Most companies play it safe on social. But that's exactly when platforms STOP working.   The algorithm rewards pattern interruption, not pattern following. If you look like everyone else, you'll perform like everyone else - which is poorly.   PS - I'm hosting a virtual event Tomorrow at 11 AM EST going over the exact frameworks I use at ClickUp + some top secret ones. Drop a comment or shoot me a DM if you want the invite.

Marketers - I need your help to take ClickUp to 300M+ monthly impressions.   What would you do in my position? Share your ideas below 👇   BACKGROUND   Last year we hit 200M+ monthly impressions across all our social media channels.   Now, they want me to hit 300M+, and I know they'll want even more after that.   What would YOU do in my position?   I'm thinking:   (1) Double down on micro-influencers (the HR skits are working, but we need more angles)   (2) Revamp our YouTube strategy (our short-form is crushing it, but our long-form needs work) (3) Create more middle-funnel product content (everyone knows ClickUp exists now - we need content that makes you want to USE us)   Drop your most tactical, specific idea below.   Not looking for "post more reels" advice - give me something I haven't thought of.   Let's see what you got!

I know this isn't the cool thing to say, but there's just no way to make amazing content only using AI. If you’re letting AI fully run your content, you don’t understand how LLMs work. They generate the average answer, which does not make you stand out. Use AI for ideas, but if you want to win, your brain still has to lead. PS, this came from a convo with Tim Soulo - watch out for our Ahrefs podcast episode coming out soon!

I don't believe in scheduling my inspiration. I don't put it on a calendar for "later." When that spark hits, whether it's a content idea, a solution to a problem, or a new strategy for ClickUp.. I act on it immediately. Why? Because inspiration has an expiration date. It's perishable. When you delay that moment of curiosity or creativity, you're basically telling your brain: "This isn't actually important." The energy fades. The magic disappears. The connection gets lost. This isn't being disorganized. It's recognizing that your best work happens when you're genuinely excited about it. Not when you've scheduled yourself to be excited at 2pm next Tuesday. Some might call this chaotic. I call it following your creative momentum. Sure, I still have a calendar. I still plan. But I've built flexibility into my day specifically to chase those sparks when they appear. Are you capturing your inspiration in the moment, or letting it spoil on a to-do list?

B2B social media is broken. People are on social media to escape work, not to be sold to. The moment your content looks like an ad, you've lost them. They're scrolling past faster than you can say "industry-leading solution." Old way: Posting boring product updates, generic holiday wishes, and corporate announcements nobody cares about. New way: Creating content that makes people stop scrolling because it hits them in the gut. At ClickUp, we've completely flipped the script on what B2B content looks like. Instead of droning on about features like everyone else, we create videos that make people laugh, relate, or learn something valuable in seconds. The results speak for themselves: • 30M+ views on a single TikTok (not a typo) • 150M+ impressions monthly (and growing) • Constant DMs from prospects who "saw our videos" before they even knew what we did No BS, just stuff people actually want to watch. I live by this rule. The rule of 3: (1) Make them feel something (2) Teach them something new (3) Be crystal clear in your message Stop trying to look like every other boring B2B brand out there. Seriously. If your content could be posted by your competitor with just a logo swap, it's not working. It's dead on arrival. Time to burn the playbook and start fresh. Your audience will thank you for it. Agree?

People keep asking me how ClickUp gets 100M+ impressions/mo on social media. We had ZERO success on TikTok until I started doing the exact opposite of what everyone told me to do: • No fancy hooks • No niching down • No manufactured comment wars • No shoving our brand down people's throats Instead, I built a content machine. Not a strategy, a MACHINE. I assembled a dream team that crushes it daily: ➝ Mark: Social media genius who knows the game better than anyone. Buttoned up personality and an absolute blast to work with. ➝ Luke: A talent I literally chased for a YEAR before convincing him to join ClickUp. His ability to make anything funny is unreal. ➝ Adam: The secret weapon I never saw coming. Writes, produces, acts, dances - the guy does it ALL. ➝ Stormy: The glue. In the writer's room pitching ideas, then bringing everything to life. Without her, nothing happens. Our process isn't complicated, but we're religious about it: (1) Monday writer's room - everyone pitches, no ego, best ideas win (2) Mid-week we shoot - no fancy equipment, just phones and creativity (3) Friday we analyze everything - what killed, what bombed, what's next Last year one video got 50M+ impressions. We celebrated for like 5 minutes. Then got right back to work. Our goal? 200M+ The truth? Most B2B brands overthink content. They make it boring. Corporate. Safe. Safe is boring. Safe is the KILLER of great content. I'm Chris Cunningham, I run social media marketing at ClickUp! Follow me as I build this entire thing in public, right here on LinkedIn.

I don't believe in boring marketing at ClickUp. Last year we hired actors to protest Salesforce at their own conference.   25 people with protest signs chanting "Cut The Slack!" outside Dreamforce's main entrance. BACKGROUND   25 years ago, Salesforce pulled this EXACT stunt on Siebel Systems that changed CRM history forever.   In 2000, Salesforce was the scrappy underdog. Benioff hired actors to protest with "Death to Software" signs and a fake news van.   Everyone thought he was crazy. Cost? A few thousand bucks. Result? 100+ press mentions and positioning as THE cloud rebel. Now the disruptor becomes the disrupted. Full circle moment. HISTORY REPEATS ITSELF   Fast forward to September 2024. Same city. Same guerrilla playbook.   But this time, ClickUp crashed the party.   Our HR Guys were creating TikToks on the scene that hit 500K views within HOURS.   No booth fee required. No approval needed.   Every protester pointed people to our landing page showing exactly why our new Chat product makes Slack obsolete. TAKEAWAY   People keep asking me how we get 100M+ impressions a month.   This is how. Finding that one move that makes your competition say "WTF just happened?"   Scrappy, bold moves that can redefine your category overnight.   A spectacle beats a sales pitch.   I'm Chris Cunningham, I run social media marketing at ClickUp! Follow me for more scrappy B2B marketing content like this. 😂 What was your first impression of this stunt? Be honest.

I hunted our competitors' 1-3 star reviewers like it was my job. Because it was.   When we first started ClickUp, we were nobodies fighting giants like Asana, Trello and Jira with zero marketing budget and no brand recognition.   So we built a 'competitor review tracker' that notified us when people hated our competition.   Every time someone left a 1-3 star review complaining about a competitor's product, I'd get a notification with their info.   Then I'd find them on LinkedIn with a simple message:   "I saw you hate [Competitor]. I get it. That's why we built ClickUp. We're shipping new features weekly, not twice a year like they do. I'm the sales guy, but our founder will join the call if you need technical details. Want to try something different?"   This wasn't just random cold outreach.   These were people actively frustrated with a product similar to ours.   Most marketers think "being scrappy" means working long hours.   It's more than that.   It's about finding unconventional ways to win when you're outgunned and outfunded.   Scrappiness works.   Even today, with hundreds of millions in funding.   We still negotiate like we're broke. We still run lean experiments before scaling. We still look for market gaps our competitors miss.   Thoughts?

The scrappy marketing strategies that worked for ClickUp at $0 still work at $4B. Scrappiness isn't about your budget - it's about refusing to waste a single dollar that doesn't drive results.   When we raised our Series C ($400M), the board expected us to "grow up" and start acting like a "real company".   Translation: spend more money on everything.   But Zeb (our CEO) had this weekly reminder that stuck with me: "Always negotiate like you're broke."   So while other companies were throwing cash at agencies and overproduced content, we doubled down on what actually worked:   ➝ We still hire creators over agencies (saves 70%+ and performs better) ➝ We shoot most viral content on iPhones (not fancy camera packages) ➝ I intentionally set tight budget caps on campaigns (even when we don't need to) ➝ We test small before scaling anything (no million-dollar experiments)   Our most successful TikTok content? Shot by a team of 3 people in our office with phone cameras. 30M+ impressions last month.   This mindset is why we've built a $4B company while still having cash in the bank.   The moment you start thinking "we have money now, let's act like it" is the moment you lose what made you special.   Innovation comes from constraints, not luxury. Unlimited budgets kill creativity. Scrappiness wins. Every. Single. Time.   Agree?